Apple’s recent WWDC event saw the company introduce a new tool in the latest Safari browser which blocks third-party ad-trackers.

As our midweek Chart of the Day shows, anti-tracking tools are already used by an important minority of Safari Web Users. That’s not a surprise when we consider that 6 in 10 Safari Web Users express concern over how companies use their personal data online. That almost 1 in 5 among this group have used an anti-tracker tool on their main computer in the last month (making them 25% more likely to be doing so) demonstrates their willingness to act upon these concerns.

An important distinction, however, is that while third-party cookies will now be blocked, first-party trackers from purposefully visited sites will remain in the browser for 24 hours. This is good news for the most visited sites online (upwards of 75% of internet users outside China visit Facebook, Google and YouTube each month), which can continue to effectively target their users’ browsing behaviors.

18% of Safari Web Users Using Anti-TrackersExplore data in PRO PlatformDownload Device Q1 2017


Written by

Chase Buckle is the Trends Manager at GlobalWebIndex. Chase oversees GlobalWebIndex’s Trends team, who leverage the company’s research studies to unlock the most up-to-date understanding of the modern digital consumer.

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